ANALISIS EFEKTIVITAS MEKANISME ONLINE TO OFFLINE (O2O) PADA FITUR TIKTOK GO: STUDI KASUS KONSUMEN SUBWAY DI JAKARTA

RADEN RORO SAFFIRA AULIYAA DEWI PUTRI PARGUSTAN, . (2026) ANALISIS EFEKTIVITAS MEKANISME ONLINE TO OFFLINE (O2O) PADA FITUR TIKTOK GO: STUDI KASUS KONSUMEN SUBWAY DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Peningkatan jumlah pengguna social commerce di Indonesia mendorong berbagai platform media sosial untuk terus menghadirkan inovasi yang mendukung aktivitas perdagangan digital. Sebagai platfrom media sosial yang paling sering diakses di Indonesia, TikTok menghadirkan fitur TikTok Go yang menerapkan mekanisme Online to Offline (O2O), yaitu mekanisme yang memungkinkan pengguna membeli voucher secara online dan kemudian dapat mengklaim produk secara offline di merchant. Namum ditemukan keluhan dari pengguna yang berkaitan dengan kualitas sistem, kualitas informasi, kualitas layanan, serta manfaat yang dirasakan pengguna. Penelitian ini dilakukan untuk menganalisis efektivitas mekanisme O2O pada fitur TikTok Go berdasarkan studi kasus konsumen Subway di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif deskriptif, dengan analisis berdasarkan DeLone and McLean Information System Success Model melalui empat dimensi, yaitu system quality, information quality, service quality, dan net benefit. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknil purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan statistic deskriptif dengan bantuan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa efektivitas mekanisme O2O pada fitur TikTok Go berada pada ketegori efektif, dengan dimensi net benefit memperoleh nilai tertinggi, sedangkan dimensi service quality memperoleh nilai terendah sehingga masih memerlukan pengoptimalan. Penelitian ini menyimpulkan bahwa mekanisme O2O pada fitur TikTok Go telah berjalan secara efektif dalam mendukung pengalaman pengguna dari proses pembelian voucher hingga klaim produk di outlet Subway. ***** The increasing number of social commerce users in Indonesia has encouraged social media platforms to continuously introduce innovations that support digital commerce activities. As one of the most frequently used social media platforms in Indonesia, TikTok has introduced the TikTok Go feature, which implements the Online to Offline (O2O) mechanism. This mechanism enables users to purchase vouchers online and subsequently redeem products offline at participating merchants. However, user complaints have been identified regarding system quality, information quality, service quality, and the perceived benefits of the feature. Therefore, this study aims to analyze effectiveness of the O2O mechanism in the TikTok Go feature through a case study of Subway consumers in Jakarta. This study employed a descriptive quantitative approach and adopted the DeLone and McLean Information System Success Model as the analytical framework, focusing on four dimensions system quality, information quality, service quality, and net benefit. The study involved 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive statistics with the assistance of IBM SPSS Statistics 25. The findings indicate that the effectiveness of the O2O mechanism in the TikTok Go feature falls within the effective category. Among the four dimensions, net benefit achieved the highest mean score, while service quality obtained the lowest mean score, indicating that this dimension still requires further improvement. Overall, the study concludes that the O2O mechanism implemented in the TikTok Go feature has been effective in supporting users' experiences throughout the entire process, from online voucher purchases to offline product redemption at Subway outlets.*

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Christian Wiradendi Wolor, SE., MM. ; 2). Sheyla Silvia Siregar, S.S., M.Si.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Raden Roro Saffira Auliyaa Dewi Putri Pargustan .
Date Deposited:	24 Aug 2026 04:14
Last Modified:	24 Aug 2026 04:14
URI:	http://repository.unj.ac.id/id/eprint/73020

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